MODERN SCIENTIFIC RESEARCH IN MANAGEMENT AND MARKETING ON THE EXAMPLE OF A MODERN UKRAINIAN COMPANY

Abstract

The article is devoted to the use of the results of scientific research in management and marketing in the practical activities of modern enterprises, using the example of the Epicenter Group. The purpose of the article is to analyze the achievements of modern scientific research in the field of management and marketing, as well as to substantiate the possibilities of their application in the practice of the company «Epicenter K» LLC. Attention is paid to both national and international experience. The achievements of modern scientific research in the field of management and marketing are analyzed, which have been applied in the operational activities of enterprises of various types and have proven their effectiveness through an increase in performance indicators. National approaches to management, international experience in management, the possibility of implementing international initiatives, international experience in marketing are highlighted. The application of various tools, models, methods in the field of management and marketing is analyzed using the example of the Epicenter Group. The substantive content of the concepts of «scientific research in management», «scientific research in marketing», «results of scientific research in management and marketing», «application of scientific research results» has been formulated. New concepts of societal development based on the philosophy of sustainable development and the «green economy» significantly affect the organization of enterprise work. Areas of application of scientific research results in management and marketing have been identified. Proposals have been formulated for the application of modern achievements of scientific research in management and marketing for a retailer company, which can be implemented at other enterprises. The implementation of Big Data and omnichannel strategies has allowed the company not only to increase sales volumes, but also to improve the customer experience. Focusing on international experience, the company can expand the use of innovations such as artificial intelligence and process automation. This will contribute to cost optimization, increased operational efficiency, and long-term sustainability of the business. «Epicenter K» remains an example of the effective use of the latest approaches in the retail sector, demonstrating the possibility of adapting both national and international experience to the Ukrainian market.